Pfizer's Product Division of Zyrtec: Marketing Plan

Table of Contents I. Executive Summary Our marketing plan involves Pfizer’s product division of Zyrtec, an antihistamine directed for allergy control. We plan to introduce a pre-dispensed form of liquid Zyrtec. We would employ a product development approach, releasing a new product in an existing market. We will use a differentiated target market approach. The biggest advantage of this potential product is its convenience of use, having pre-measured doses ready and available for consumers to use. We will be employing a demand oriented approach to penetration pricing, attempting to quickly appeal to the mass market. We will target a number of distribution channels for this new form of Zyrtec, including wholesalers, retailers, and online wholesale distribution. This technique will put our product in a wide variety of places, appealing to a number of different types of shoppers. Pfizer’s large market share and capital base will allow for a number of different promotional strategies. We will advertise through television, magazine ads, outdoor billboards, the internet, and through place-based media such as doctor’s offices or health clubs. In evaluating the success or failure of our new product, we will need to check for any evidence of cannibalization of our other existing products or leapfrogging by competitors. Looking into consumer reviews and reports of pre-dispensed liquid Zyrtec can provide use with consumers’ perspectives and views about the product. Sales numbers of our new product will be compared with those of our competitors and even other Zyrtec products. Our overall goal is to gain the loyalty of a new customer base looking for a liquid antihistamine with a more convenient method of use than is currently available in the market. II. Overview Company description: Pfizer is the largest pharmaceutical company in the world from a perspective of sales in the

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